What to do When Your Split Test Fails

Most of the time when it comes to landing page testing, whether it be multivariate or split testing, you read about gleaning successes, where “we increased our conversion by 454 percent!” But what do you do your test fails? Let's focus on what causes your A/B/n experiments to fail, because this is the most common type of landing page testing done by small- to mid- size webmasters. We will also explore how to gain value from even failed tests. Some Causes of Experiment Failure Poor Test Design When it comes to test design, part of what you get out of it what you’ve put into it. If test design was based solely on aesthetic sensibilities and not informed by any kind of research or analytics, then this test is at risk of failing. Many tools and resources can help inform a well-researched test design. Some places to get research and inputs from are from are: User testing. Heuri...